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This paper addresses questions about the effect that social bonds between relationship partners have on the way in which a supplier allocates resources to its relationship with a buyer. Two key questions the paper addresses are the following. In business markets, does strength of social bonds that a supplier perceives with a specific customer influence the supplier's allocations of financial, physical, time, and intangible resources to this customer relative to other customers? If social bonding does uniquely impact supplier allocation of resources to customers, does the impact vary by length of the supplier-customer relationship?
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